In addition to the regular calendars that we all use, many media outlets, especially print ones, use two additional calendars.

The first is a calendar of events. Usually, these run for a week at a time, sometimes just on weekends. If you have an event, send the calendar editor a short notice. As you write your item, try to match the format of the listings.

Getting free publicity can be considered both an art and a science. It is an art because those who are most successful at it use their imaginations to create media interest. it is also a science in that there are certain specific steps that you can take that will dramatically increase your chances.

Here are 10 keys to creating a successful publicity program.

There is a lot of misunderstanding about the nature of publicity and how to go about getting it. Here are 7 myths that may keep you from getting the free publicity you deserve.

Myth 1. Publicity and advertising are the same. Advertising is exposure that you pay for. You control the exact message and, if you're willing to pay extra, the placement of the ad.